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Mark Bittman has joined The Purple Carrot, a vegan food delivery service.

The Berkeley-based journalist has vacated his position as a New York Times columnist to become a partner and the "chief innovation officer" of The Purple Carrot, which sells kits of ingredients for healthy meals that can be made at home.

According to Forbes, Bittman will develop plant-based recipes and liaise with famous chefs.

"It's important personally because I want to do something that will really help save lives," Bittman told the publication. "It's important professionally because I believe it will. Helping people eat less junk and processed food and fewer animal products will improve their health."